THE ADVERTISING
PRACTITIONER'S ONE-STOP RESOURCE TO ESSENTIAL MEDIA TERMS, CONCEPTS, STRATEGIES, AND
MORE!Advertising Media is today's most comprehensive, easy-to-use reference and resourcce
guide for everything having to do with the researching, planning, and buying of
advertising media. Far more than just a dictionary of essential terms, this handy book
provides fascinating background information, tips and pointers for effective media
planning, ross-referencing,
Advertising representatives,
and students of marketing and advertising will value this one-of-a-kind book for its
complete coverage of :
• Every major term and
concept necessary for accurate media planning |
• Listings of related
terms to allow further understanding of terms and concepts
• URLs for associated
websites
• Mathematical formulas
with plain-English explanations I
• Acronyms listed
alphabetically by the acronym itself as well as the expanded spelling
The explosion in advertising
has led to a similar increase terms and concepts that professionals must know, use Use
Advertising Media A to Z as your fingertip reference for this often-confusing,
always-changing field and guarantee that you will always know exactly what is being said,
what it really means, and how it can boost your media-related knowledge andJim Surmanek
has more than three decades of experience in media planning and buying, research,
strategic development, and account management and has held executive-level positions with
J. Walter Thompson, Ogiivy & Mather, McCann-Erickson, and other global agencies. A
popular speaker at advertising associations and universities across the country, Surmanek
has written media-related books including Media Planning, Introduction to Advertising
Media, and others. His work also appears regularly in a professional trade journals
336 pages